To keep its cloud at the fore, Amazon Web Services has dropped the price of its S3 storage by roughly 25% across-the-board.

The new prices take effect December 1 in all regions.

By Amazon's count that's its 23rd price cut since 2006, "largely in the absence of any competitive pressure to do so."

Amazon and Google have both cut prices on infrastructure services recently and, according to ReadWrite, are locked in a price war along with Microsoft.

AWS chief Andy Jassy puts the move down to demand begetting lower prices by virtue of economies of scale on the infrastructure. Anyway, it suits Amazon high-volume low-cost model and, according to the company, represents a challenge to traditional vendors who don't understand the cloud business and are busy selling cloudwash.